Stand Out Before They Reach Out
Good Morning!
This week, I visited San Jose State University and delivered a talk to entrepreneurship students on the risks associated with business plans.
They asked me what I wish I had done when I was younger. It caught me off guard.
I think I wish I had learned more skills.
On the Mat
- How to Build Authority
- Put Growth on Pause if Dealing with Personal Issues
- Does Every Marketing Channel *Actually* Suck Right Now?
- Desperation: The Ultimate Startup Superpower
- Is Producing Content Worth It Anymore?
Let's Train
Would You Board a Plane if You Doubted the Pilot?
Last week, we spoke about how authority helps you sell consulting.
But authority isn’t about one amazing pitch or clever sales script.
Today, we’ll talk about how you can start building authority before the sales cycles begin.
Building Authority and a Meaningful Personal Brand
Here's a foolproof way to build a meaningful personal brand based on authority:
- Pick something you enjoy
- Do it nonstop for 10+ years
- Chew everyone’s ears off about it: think, talk, and write about it every day
Every touchpoint – your website copy, LinkedIn posts, newsletter, podcast appearances, and even casual conversations at events – is an opportunity to build your authority bank.
It’s a slow accumulation of trust signals, or a slow erosion if you instead propagate frivolities or veer off too frequently into subjects outside of the area you're trying to build authority in.
Starting Small
When you're building authority, here's how you can start small:
🎯 1. Target a Small Pond
Select a niche audience where you can establish yourself as the go-to person more quickly. Focus beats broadness.
Just don't go too, too niche at the start, or you might lock yourself out of good opportunities. Position yourself as an accounting specialist for non-profits rather than a NetSuite specialist for international health foundations. Based on the messaging that resonates and sells, you can then go narrower (or broader).
🧠 2. Understand Their Pain Points Deeply
Research where your ideal clients spend their time (LinkedIn, Reddit, Slack groups, industry events) and study the problems they discuss.
🛠 3. Solve & add value
Create valuable content that addresses those pains, such as articles, videos, posts, and webinars, and share it consistently. Answer their questions and connect with them without asking for anything in return.
⏳ 4. Play the Long Game
Authority isn’t built overnight. It's built by consistently solving real problems, offering real insights, and becoming a trusted name. Over time, as people see your value, they’ll want more, and that’s when they’re ready to pay you for your services.
And that’s when you should pitch.
Ask Feras Recaps
A founder I mentored was stuck in neutral.
He had the ambition to scale from $1M to $2M in revenue. The plan was there—on paper. But it was collecting dust.
Why? He was chasing too many rabbits.
🔥 Challenge:
- Working only 30 hours a week
- Ongoing family issues are draining focus
- Taking advice from 4 different coaches
- A senior hire who wasn’t working out
- Constantly spinning on problems that hadn’t even happened yet
His energy was scattered, and he had lost all momentum.
💡 Doing Right:
- Willing to work hard
- Smart, highly capable consultant
- Open to feedback and outside input
The raw ingredients were there. What he lacked was clarity.
🛠️ My Recommendations:
- It’s okay to hit pause—real growth needs real focus. Choose one plan, one coach. Execution beats perfection.
- If life is loud, step back. You have permission to pause.
📈 The Path Forward
He paused his growth plan for one quarter. Focused on his personal life. Regained his footing.
Sometimes, stepping back is the strategy.
All hustle, no play makes you dull. Work hard, play hard, rest hard.
How would you handle founder burnout? Reply and let me know.
Watch the story here.
You Might Like These
Last week I shared Andrew Chen’s article Every Marketing Channel Sucks Right Now. It was a bleak look at the state of marketing, but nonetheless, I decided to share it as it magnified some of the challenges different marketing channels face.
Emily Kramer, the co-founder of MKT1, responded to Andrew Chen’s article by offering a more positive perspective on marketing. I think it’s worth the read.
Big companies love process, but that’s often a sign they’ve lost their edge. In this sharp piece, Ravi Gupta (former COO of Instacart) reflects on how early success isn’t built on polished systems, but on desperation.
Startups thrive when the stakes are high. Desperation breeds focus, creativity, and a sense of urgency. It strips away distractions and forces teams to execute with clarity and precision.
Gupta’s advice? Be cautious of adopting big-company habits too early. Don’t let corporate polish kill your startup's hunger.
Sharpen Your Blade
Is content marketing worth the effort?
Several years ago, we poured months into launching a blog for one of my consulting firms. The process was grueling, far more time-consuming than anticipated.
Initially, we focused on technical deep-dives but soon realized that we weren’t talking to any decision-makers.
So we pivoted: made sure we address our audience's needs at different levels.
The results?
- Leads referencing our articles on sales calls
- Instant credibility boost
- Easier to move deals forward
While ROI was hard to measure directly, the impact was clear:
Content marketing, when done thoughtfully, became our secret weapon for growth.
Key takeaways:
- Use a content calendar to plan topics and cadence
- Tailor content to multiple audience segments
- Balance technical depth with strategic insights
Has content marketing paid off for your business? What strategies worked best?
Most new consultants never get stuck on strategy.
They get stuck waiting to feel “ready.”
They overthink and overplan.
And quietly delay the launch for months.
Here’s the truth:
Perfection is a trap.
And action before clarity is often the only way through.
In this livestream, I’ll walk you through:
- Why launching before you’re ready is the smartest move you can make
- Why overplanning might be the #1 thing holding your business back
- What a $7.5K mistake taught one consultant about follow-up
- How to build trust with clients by leading with empathy
If you’ve been stuck in “prep mode,” this is your sign.
Show up. Take notes. Let’s move forward — imperfectly.
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